NIKE

Presented By : Megha Thakur

Serial No : 50
Application No : 1500856
About NIKE

• An American company engaged in

the design, development,
manufacturing, and worldwide
marketing and sales of footwear,
apparel, equipment, accessories,
and services.

• Founded on January 25, 1964

• Committed to render more

sustainable future for people, planet
and communities through the power
of sport.

• Here is an image of NIKE TVC.

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• Nike is unique in the fact that they have a very general targeted demographic segment –their
stated target market is “all athletes”

DEMOGRAPHIC VARIABLES GEOGRAPHIC VARIABLES

 Age, life-cycle stage, gender, occupation,
and generation
 AGE : 15-40 YEARS
 GENDER : BOTH MEN AND WOMEN
 OCCUPATION : SPORT
 GENERATION : TEENS AND YOUNG ADULTS
 Market nations, regions, cities, and
population density differently.
 In the US NIKE focuses on American football
and baseball FOR advertising campaigns.
 In India , focus on cricket.
 Nike’s largest markets are North America
followed by Western Europe and China.

BEHAVIORISTIC VARIABLES PSYCHOGRAPHIC VARIABLES

 largely focuses on how their products make
consumers FEEL.
 Seeks to build customer loyalty.
 By providing consumers with quality, choice
and innovation the company excels in this
realm.
 Specific lifestyles and personalities.
 Target individuals who enjoy sports.
 Nike fosters an attitude, it develops a
lifestyle.
 Events such as Nike: Run with Me, Sports
Improvement Clinics
NIKE’S COMPETING BRANDS LKHJKHJKHKJHKJHKJHJKHKJHKJHKJHKJHKJHKJKJKK

 Top most competitor with  It is a subsidiary of

Worldwide revenue – $16 Adidas, operates
billion and Brand valuation – $7 independently
billion.  Worldwide
 Competes with NIKE on the Revenue – $3
basis of apparel as well as billion , Brand
footwear accessories. valuation – $1
Billion

 Third Nike competitor which  Fila is not as premium

is known for its running as Nike and its
shoes as well as apparels products are known
and Clothing. be cheaper then the
 Revenue 3.4 billion dollars top three brands.
 It is more into
penetrative pricing
promotes products
which are good in
quality at lower
prices.
NIKE’S GLOBAL MARKET SHARE LKHJKHJKHKJHKJHKJHJKHKJHKJHKJHKJHKJHKJKJKK

Market Share(%)

2015 23.95

2016 25.01

2017 25.44

2018 26.94

2019 28.44

• CUSTOMERS – Sportswear marketers , differentiated and undifferentiated retailers (offline

and online).

• CONSUMERS – Three most important focus areas are : WOMEN, YOUNG ATHLETES and
RUNNERS.

• NIKE markets all products under its own brand name. I has not forayed into another sector
other than sportswear, equipment and services as of now.
 THANK YOU
Link to TVC  https://youtu.be/q7ptv_R0tuA

References :
• https://mymission.lamission.edu/userdata/schonfd/docs/Assignments/Nike%20Segmentation%20and
%20Targeting.pdf
• https://en.wikipedia.org/wiki/Nike,_Inc.#Advertising
• https://www.marketing91.com/top-10-nike-competitors/
• https://www.statista.com/statistics/216821/forecast-for-nikes-global-market-share-in-athletic-
footwear-until-2017/

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